System and method for displaying advertisements

ABSTRACT

A method and system for displaying advertisements. The advertisements are displayed on a television having a controlled connected thereto and configured for receiving commands from a viewer of the television. The method includes displaying a first advertisement on the television, receiving a command from the viewer of the television to display a second advertisement, the second advertisement being a variant of the first advertisement, and displaying the second advertisement on the television.

This application is a continuation of application Ser. No. 09/514,056,filed Feb. 25, 2000, now U.S. Pat. No. 6,574,793.

BACKGROUND OF THE INVENTION

The present invention relates generally to interactive television, andmore particularly, to a system and method for displaying a sequence ofadvertisements or other informational images to a viewer, where theviewer selects information sets of interest to the viewer or theinformation displayed is based on viewer preferences.

The distribution of advertisement via television is well established.Advertisers typically purchase advertisement time on a specific channeland time period with the rate being set by the popularity of programsairing within the time period. The more popular the underlying programor time slot, the more expensive the advertising rate. With the increasein the number of network stations, advertisers are confronted with thetask of determining which stations are appropriate for their products orservices. It is also difficult for advertisers to select a type ofadvertisement that will appeal to a broad cross section of thepopulation (e.g., males, females, young and old).

Commercials are often targeted based on the type of television shows aviewer watches. For example, an advertisement for tulips is preferablydisplayed to a viewer who watches gardening programs. Similarly, anadvertiser on the Internet may track the web sites that a user visitsand use this information to determine that the user is interested ingardening. A banner ad for tulips may then be displayed to the user.Internet advertisement companies often use a targeting technology thatallows advertisers to target consumers through the use of profilingcriteria developed based on users activity on the Internet. The decisionas to which advertisement to display is made remotely (e.g., cableheadend system or server). This requires that information about a userbe transferred to a remote collection area, which can create privacyproblems. A user may not want personal information collected on histelevision viewing or “surfing” habits and provided to advertisers orother service providers.

Furthermore, from a consumer's perspective, one of the most irritatingaspects relating to advertising is the inability of the consumer toprovide any control over the content of the advertisement information.The viewer can only watch what is presented and cannot switch betweendifferent advertisements as he can with programs.

There is, therefore, a need for a method and system for displayingadvertisement on a television that allows a viewer to interact with theadvertisement by providing the viewer a controllable advertising windowfor display of advertising information or other selectable information,and may also allow a profile to be established on the viewer so that theadvertisement presented to the user is in a form that interests theviewer. There is also a need for a system and method for displayingtargeted advertisements to a user without collecting information about auser at a location remote from the user.

SUMMARY OF THE INVENTION

A method and system for displaying advertisements on a television aredisclosed. The television has a controller connected thereto andconfigured for receiving commands from a viewer of the television.

In one aspect of the invention, a method generally includes displaying afirst advertisement on the television and receiving a command from theviewer of the television to display a second advertisement. The secondadvertisement is a variant of the first advertisement. The methodfurther includes displaying the second advertisement on the television.

In another aspect of the invention, a method generally includesreceiving an analog signal comprising a plurality of channels andselecting one of the plurality of channels. The analog channels areconverted to a digital signal and a data stream from the digital signalis selected to display a first advertisement. The method furtherincludes receiving a command from the viewer of the television todisplay a second advertisement, different from the first advertisement.A data stream is selected from the digital signal to display the secondadvertisement.

In yet another aspect of the invention, a system generally comprises acontroller configured for connection to the television and operable toreceive commands from a viewer of the television to switch from a firstdisplayed advertisement to a second advertisement. The controllerincludes a processor operable to combine a video stream of the firstadvertisement with graphics from a digital data stream to create thesecond advertisement.

Another method of the invention is for displaying advertisements on atelevision having a controller configured for storing information aboutat least one viewer of the television. The method includes receiving aplurality of advertisements at the controller, selecting anadvertisement based on the information about the viewer and displayingthe selected advertisement.

In another aspect of the invention the controller includes a memorydevice operable to store information about at least one viewer of thetelevision, a receiver configured for receiving multiple advertisementsscheduled for display on the television at a specified time, and aprocessor operable to select one of said multiple advertisements basedon said information about the viewer.

The above is a brief description of some deficiencies in the prior artand advantages of the present invention. Other features, advantages, andembodiments of the invention will be apparent to those skilled in theart from the following description, drawings, and claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram illustrating conventional televisionadvertisements inserted between program material.

FIG. 2 is a block diagram illustrating multiple advertisements that aviewer can switch between, inserted between program material.

FIG. 3 is a diagram of a television delivery system that may be used todelivery the advertisements shown in FIG. 2.

FIG. 4 is a schematic illustrating a set top box connected to atelevision and in communication with a headend system, and a remoteoperable to control the set top box.

FIG. 5 is a block diagram of a tuner used to select a channel, ademodulator operable to convert the signal into a digital format, and aprogram ID selector used to select a data stream containing one or moreadvertisements.

FIG. 6 is a schematic showing a breakdown of one of the data streams ofFIG. 5.

FIG. 7 is a diagram illustrating a subtractor used to create a thirdadvertisement from two different advertisements.

FIG. 8 is an exemplary television screen showing an advertisement and anup/down control icon used to switch between advertisements.

FIG. 9 is another exemplary television screen showing fouradvertisements displayed at one time for selection by a viewer.

FIG. 10 is a flowchart illustrating a process for displaying anadvertisement to a viewer and allowing a viewer to change theadvertisement.

Corresponding reference characters indicate corresponding partsthroughout the several views of the drawings.

DETAILED DESCRIPTION OF THE INVENTION

The following description is presented to enable one of ordinary skillin the art to make and use the invention. Descriptions of specificembodiments and applications are provided only as examples and variousmodifications will be readily apparent to those skilled in the art. Thegeneral principles described herein may be applied to other embodimentsand applications without departing from the scope of the invention.Thus, the present invention is not to be limited to the embodimentsshown, but is to be accorded the widest scope consistent with theprinciples and features described herein. For the purpose of clarity,details relating to technical material that is known in the technicalfields related to the invention have not been described in detail.

Referring now to the drawings, and first to FIG. 2, a system of oneembodiment of the invention is schematically shown and generallyindicated at 20. The system 20 provides two or more advertisements forviewing on a television during a break in television programming 22.Instead of providing a single advertisement as shown in FIG. 1, whichmay or may not be of interest to the viewer, the system shown in FIG. 2provides three different advertisements (or three variants of oneadvertisement) 24, 26, 28 which the viewer may switch between. Forexample, the first advertisement 24 may be for a food product directedto young males, the second advertisement 26 may be for the same foodproduct but directed to young females, and the third advertisement 28may also be for the same food product but directed to parents. Inanother example, the variants may be different colors or types of cars.The system thus allows viewers to switch (“surf”) between differentadvertisements to find the one that is best suited for the viewer.

The advertisements are preferably displayed on a television connected toa network system such as cable network system 30 shown in FIG. 3. In oneembodiment, the system 30 includes an operations center 32 where controlinformation is assembled in the form of digital data, a digitalcompression system where the digital data is compressed, combined,multiplexed, encoded, and mapped into digital signals for satellite 34transmission to a headend system 36 and a plurality of in home set topboxes 38, or other suitable receivers, operable to decompress thedigital data and display the advertisement for a viewer. Thedecompressed video signals may be converted into analog signals such asNTSC (National Television Standards Committee) format signals fortelevision display. The signal is typically compressed prior totransmission and may be transmitted through broadcast channels such ascable television lines or direct satellite transmission systems.Telephone lines, cellular networks, and fiber optics may also be used inplace of the cable system. Control signals sent to the set top box 38are also decompressed and either executed immediately or placed in localstorage such as RAM. The set top box 38 may then be used to overlay orcombine different signals to form the desired display on the viewer'stelevision.

It is to be understood that the system 30 described above and shownherein is only one example of a system used to convey signals to thetelevision 45. The television network system may be different thandescribed herein without departing from the scope of the invention.

The video signals and program control signals received by the set topbox 38 correspond to television programs, advertisements, and menuselections that the viewer may access through a viewer interface (FIG.4). The viewer interface may be buttons 40 located on the set top box 38or a portable remote control 42 which operates the set top box orinterfaces with control objects displayed on the television screen 44.The remote control 42 may include joy stick type controls operable tomove a cursor on the television screen 44 as well as up/down and numericcontrol buttons. The control objects displayed on the screen may beup/down control icons or a menu containing a list of options. Forexample, interactive graphics may be displayed as an overlay to anadvertisement in a corner of the television screen 44, as shown in FIG.8. The viewer may move a pointer over an up icon 56 on screen 44 to goto the next advertisement or a down icon 58 to go to the previousadvertisement. The graphics may also allow a viewer to point to anobject and interact with it (e.g., move it to a different location onthe screen). The control objects are preferably generated by the set topbox 38 which uses interactive information to execute an applicationwhile audio and video information is transmitted to the television 45(FIG. 4). The set top box 38 may combine audio and video informationwith interactive graphics prior to transmitting the information to thetelevision 45.

The set top box 38 may be configured for receiving analog signals,digital signals, or both analog and digital signals. If only analogsignals are received, the displayed advertisements 24, 26, 28 will bethree separate advertisements (e.g., three separate video streams) (FIG.2). If digital signals are received by the set top box 38, theadvertisements 24, 26, 28 may be variants of one another (e.g., samevideo stream with different graphic overlays), as further describedbelow. The set top box 38 may be configured for use with an interactivedigital system which provides a forward path to the user and a returnpath to the local network gateway. The return path provides a two-waydata stream to enable interactivity.

The set top box 38 may be configured, for example, to receive thefollowing input: analog video channels; digital video channels whichsupport broadband communications using Quadrature Amplitude Modulation(QAM); and control channels for two-way signaling and messaging. Thedigital QAM channels carry compressed and encoded multiprogram MPEG(Motion Picture Experts Group) transport streams. A transport systemextracts the desired program or advertisement from the transport streamand separates the audio, video, and data components, which are routed toan audio decoder, video decoder, and RAM, respectively. The set top box39 further includes a compositor which combines graphics and text withMPEG or analog video.

The broadband analog signal (e.g., 680, 750, 860 MHz) received by theset top box 38 carries multiple channels and is conveyed to a tuner 48which selects one frequency band out of the available spectrum. Intypical cable systems, a 6 MHz piece of spectrum (i.e., channel) isselected out of a range of 50 MHz to possibly 1,000 MHz. The 6 MHzbandwidth may include a program and a number of data streams carryingdifferent advertisements. A demodulator 50 converts the analog signal toa digital signal (e.g., 28 Mb/s) containing a plurality of data streams(e.g., 3 Mb/s data stream). A program ID (PID) selector 52 may be usedto select one 3 Mb/s data stream. In order to reduce the 28 Mb/s datastream to a 3 Mb/s data stream, the PID selector 52 looks for packetshaving a requested program ID, and throws out the rest of the packets.This allows a viewer to switch between different data streams within the6 MHz bandwidth and display various advertisements for viewing. Thus,viewers watching different television sets may view differentadvertisements even though the viewers are tuned to the same channel.

It is to be understood that the system used to select a channel andconvert the analog signal to digital may be different than shown in FIG.5 and that the sample data streams and channel bandwidths may bedifferent than described herein without departing from the scope of theinvention.

As shown in FIG. 6, each data stream may include a plurality of variants60, 62, 64 and each variant may also include additional subvariants 68,70, 72. Each 3 Mb/s data stream includes one video stream, thus, theadvertisement of Data Stream 1 will have a different video stream thanthe advertisement provided by Data Stream 2. As shown in FIG. 7, thedigital signal from two separate data streams (Data Stream 1, DataStream 2) may be input to a subtractor 80 to remove certain objects orimages from the advertisements to create a third advertisement from twodifferent data streams.

The variants 60, 62, 64, 68, 70, 72 are created by combining the videostream of Data Stream 1 with data from a digital signal. The digitalsignal may include graphical images which overlay the video stream tocreate different variations of one advertisement. For example, eachadvertisement 60, 62, 64 may be directed to the same product, however,each one may be designed to appeal to people's varying tastes andinterests. One advertisement 60, for example, may include a sportutility vehicle (SUV) having a bike on the top with a man driving theSUV. Another advertisement 62 may show the SUV driven by a woman withkids and groceries in the back seat. The advertisements 68, 70, 72 mayinclude different colors or types of cars so that a viewer can switchthrough different advertisements to see which model the viewer prefers.

Variations in the advertisements may be provided by a number ofdifferent animation techniques including sprites. A sprite is atwo-dimensional image in a small rectangular region of memory that ismixed with the rest of a frame buffer memory at the video level. Thesprites may be used in animation by moving or scaling the sprite orsprites on top of a background image. The use of sprites is onetechnique for performing an animation function using on screen graphictechniques with a television. The object images and background imagesare separately stored. The different objects (e.g., different colorcars) may be combined with a background scene to produce a compositepicture. As a result, when the stored images are displayed on a screen,a background portion, which has been hidden by the object, cannot bedisplayed. For example, one data stream may be provided for thebackground of a car commercial and sprites may be used to displaydifferent color or types of car within the background. Thus, multipleadvertisement variants may be created from a single video stream.Techniques such as those disclosed in U.S. Pat. Nos. 5,422,986,5,767,857, and 5,892,691 may be used in creating a composite picture orvideo, for example.

A morphing technique may also be used to create variations in theadvertisements. Morphing is the transformation of one image into anotherimage using interpolation or distortion. Morphing typically uses twosets of fixed parameters comprising an initial image and a target image.Intermediate images are used to make an object in a first source imagemetamorphose into a second target image. In each intermediate image, apoint corresponding to a point in the source image is positioned byinterpolating between a source image point and a point in the targetimage.

Another technique which may be used to manipulate graphic images tocreate animation within the advertisements is embedded constraintgraphics, such as disclosed in U.S. Pat. No. 5,933,150, which isincorporated herein by reference in its entirety. The constraint-basedgraphics employs different samples of an image to define the constraintsof the system. The samples are grouped into subsets which may beinterpolated with one another, according to a user-specified input thatdetermines the relative proportions of each sample image. An animationmay be created, for example, by defining a sequence of such interpolatedimages.

It is to be understood that other techniques may be used to createvariants of the advertisement without departing from the scope of theinvention.

Each advertisement may include images, audio data, and informationalreferences. The images may be advertisements for products or servicesand may include still pictures or video images, for example. Audio datamay include voice, music or other audio signals for playback incoordination with the images. The images may also be informationalimages unrelated to advertising. For example, other information servicesincluding weather information, stock market services, news services orthe like may provide the informational images and audio data.

The advertisements may also include links to other information such asdetailed information about the advertised product, purchasinginformation and the like. For example, if after viewing anadvertisement, the viewer wants to obtain additional information aboutan advertised product, the viewer may select an option listed in a menuwhich immediately directs the viewer to a new commercial or informationpiece providing additional information on the product.

A single advertisement may be displayed for a specified period of timeor a series of advertisements may be displayed with a specified displayduration for each of the advertisements. If a sequence of advertisementsis displayed, a viewer may select a stop (or thumbs up) button when anadvertisement is displayed that interests the viewer. As shown in FIG.9, a plurality of advertisements 80, 82, 84, 86 may also be shown at onetime on the television screen 44 for selection by a viewer. The viewermay select one of the advertisements by moving a pointer over theselected advertisement or pressing a corresponding number on a remotecontrol, for example. Multiple advertisements may be sent to the set topbox 38 either in real time or ahead of time and stored on disk. The settop box 38 may then select which advertisement to display based oninformation about the viewers as described below.

The advertisements may also be targeted to viewers based on informationabout the viewers. For example, an application or program in the set topbox 38 may be used to select which advertisement is displayed to aviewer based on a viewer's personal profile. The viewer's personalprofile may be created in the set top box 38 and stored in memory. Theprofile may include demographic and related information gathered byquerying a viewer. For example, the viewer may respond to profilescreens requesting the user to input information such as birthplace,education level, employment, sex, age, and the like. A personal profileof a viewer may also be created based on viewing history of the userthrough an information gathering process. The set top box 38 may storeinformation based on times the viewer watches television, programs theviewer has watched, or which variant of specific advertisements theviewer has selected, and use this information to create the viewer'sprofile. This information may then be used by the set top box 38 intargeting advertisements to the viewer. The personal profile may be setup during initialization of the set top box 38 the first time the vieweruses the box, for example. Once the information is entered, it will bestored in the set top box 38 memory and may be later modified by theviewer, or additional profiles may be added for new viewers. If morethan one viewer uses the set top box 38, the viewer will need toidentify himself when he turns on the television. This may beaccomplished by displaying a menu requesting the viewer to enter hisviewer ID, for example. Since this information is stored on the viewer'sset top box 38 and not transferred to a remote data collection site, theviewer does not need to be concerned about privacy issues.

FIG. 10 is a flowchart illustrating a process for displayingadvertisements and allowing a viewer to switch between theadvertisements. The advertisements are first sent to a cable headendsystem 36 and downloaded to the set top box 38 (steps 90 and 92). If apersonal profile has been created, one of the advertisements may beselected to be displayed first to the viewer, based on demographics orother attributes within the viewer's personal profile (steps 94 and 96).If no personal profile is available, a preselected advertisement isfirst displayed (steps 94 and 98). The viewer may then request the nextadvertisement to be displayed by pointing to an icon on the televisionscreen or pressing a next ad button on a remote control 42, for example(steps 100 and 102). The viewer may instead choose to continue to viewthe same advertisement (steps 100 and 104). The viewer may also bepresented with a menu that allows the viewer to select betweenadditional variants to the advertisement.

Although the present invention has been described in accordance with theembodiments shown, one of ordinary skill in the art will readilyrecognize that there could be variations made to the embodiments withoutdeparting from the scope of the present invention. Accordingly, it isintended that all matter contained in the above description and shown inthe accompanying drawings shall be interpreted as illustrative and notin a limiting sense.

1. A method for displaying advertisements comprising: receiving a datastream comprising a video stream; deriving from the data stream a firstadvertisement wherein, the first advertisement comprises a firstsequence of video image frames displayed in succession so as to beperceived by a viewer of the first advertisement as a moving picture ofa filmed scene, the filmed scene comprising a first object displayed asa first series of component images during the display of said firstadvertisement, the first series of component images comprising at leastpart of the first sequence of video image frames and comprising at leasttwo different component images portraying at least in part the firstobject; and generating based on the data stream a second advertisement;wherein the second advertisement comprises a variant of the firstadvertisement formed by replacing the first series of component imageswith a second series of component images comprising at least twodifferent component images portraying at least in part a second object,the second object being different from the first object in at least onerespect but sharing at least one characteristic of the first object,such that the second advertisement comprises a version of the filmedscene in which the first object has been replaced by the second objectbut which is substantially the same as the version of the filmed sceneportrayed in the first advertisement in all other respects.
 2. A methodfor displaying advertisements as recited in claim 1, further comprisingselecting the first advertisement of the second advertisement todisplay.
 3. A method for displaying advertisements as recited in claim2, wherein the selection is based on a viewer profile.
 4. A method fordisplaying advertisements as recited in claim 1, further comprising:displaying the first advertisement; and receiving a command from aviewer to display the second advertisement.
 5. A method for displayingadvertisements as recited in claim 1, wherein the data stream furthercomprises an auxiliary digital signal; and generating the secondadvertisement comprises subtracting an object or an image from the videostream, based on data in the auxiliary digital signal.
 6. A method fordisplaying advertisements as recited in claim 1, wherein the data streamfurther comprises an auxiliary digital signal; and generating the secondadvertisement comprises combining the video stream with data in theauxiliary digital signal.
 7. A method for displaying advertisements asrecited in claim 1, wherein generating the second advertisementcomprises overlaying an object or image on the video stream.
 8. A methodfor displaying advertisements as recited in claim 1, wherein generatingthe second advertisement comprises morphing the first advertisement. 9.A method for displaying advertisements as recited in claim 1, whereingenerating the second advertisement comprises modifying the firstadvertisement.
 10. A method for displaying advertisements as recited inclaim 1, wherein generating the second advertisement comprises modifyingthe first advertisement using embedded constraint graphics.
 11. A methodfor displaying advertisements as recited in claim 1, further comprisingstoring a viewer profile.
 12. A system for displaying advertisementscomprising: an input interface configured to receive a data streamcomprising a video stream; and a digital controller coupled to the inputinterface, configured to derive from the data stream a firstadvertisement and generate based on the data stream a secondadvertisement; wherein: the first advertisement comprises a firstsequence of video image frames displayed in succession so as to beperceived by a viewer of the first advertisement as a moving picture ofa filmed scene, the filmed scene comprising a first object displayed asa first series of component images during the display of said firstadvertisement, the first series of component images comprising at leastpart of the first sequence of video image frames and comprising at leasttwo different component images portraying at least in part the firstobject; and the second advertisement comprises a variant of the firstadvertisement formed by replacing the first series of component imageswith a second series of component images comprising at least twodifferent component images portraying at least in part a second object,the second object being different from the first object in at least onerespect but sharing at least one characteristic of the first object,such that the second advertisement comprises a version of the filmedscene in which the first object has been replaced by the second objectbut which is substantially the same as the version of the filmed sceneportrayed in the first advertisement in all other respects.